How can you communicate your SEM problem-solving process?

1 Identify the problem

The first step in any problem-solving process is to identify the problem clearly and precisely. You need to explain what the problem is, why it matters, and how it affects your SEM goals. For example, you might say: "We have noticed a significant drop in our click-through rate (CTR) for our main keyword group in the last month, which reduces our traffic and conversions. This is a problem because we have a target CTR of 5% and we are currently at 3.2%."

2 Gather data and evidence

The next step is to gather relevant data and evidence to support your problem statement and to find possible causes and solutions. You need to use reliable and accurate sources, such as your SEM tools, analytics platforms, or industry benchmarks. You also need to present your data in a clear and concise way, using charts, graphs, tables, or screenshots. For example, you might say: "Here is a chart that shows the trend of our CTR for the last six months, along with the average CTR for our industry. You can see that our CTR started to decline in February, while the industry average remained stable."

3 Analyze and interpret

The third step is to analyze and interpret your data and evidence to identify the root causes of the problem and to generate possible solutions. You need to use logical and critical thinking, as well as your SEM knowledge and experience, to explain how and why the problem occurred and what you can do to fix it. You also need to consider the pros and cons of each solution, as well as the feasibility and impact. For example, you might say: "Based on our analysis, we found that the main cause of our low CTR is the increased competition for our keyword group, which resulted in lower ad rank and visibility. One possible solution is to increase our bid for this keyword group, which would improve our ad rank and CTR. However, this would also increase our cost per click (CPC) and reduce our return on investment (ROI)."

4 Recommend and justify

The fourth step is to recommend and justify your preferred solution to the problem, based on your analysis and interpretation. You need to explain why you chose this solution, how it will solve the problem, and what results you expect to achieve. You also need to provide evidence and data to support your recommendation and to address any potential objections or concerns. For example, you might say: "We recommend that we increase our bid for this keyword group by 10%, which would increase our CTR by 1.5% and our traffic by 20%. This would also increase our CPC by 5%, but we expect that our conversion rate and revenue will also increase by 15%, which would improve our ROI by 8%. Here is a projection of our performance before and after the bid adjustment, based on our historical data and industry averages."

5 Implement and monitor

The fifth step is to implement and monitor your solution, and to report on the progress and outcomes. You need to explain how and when you will implement your solution, what resources and tools you will use, and what metrics and indicators you will track. You also need to provide regular updates and feedback on the implementation process, the results, and any challenges or issues. For example, you might say: "We will implement the bid adjustment on Monday, using our SEM tool. We will monitor the CTR, CPC, traffic, conversions, and ROI for this keyword group on a daily basis, using our analytics platform. We will also compare our performance with our previous performance and our industry benchmarks. We will send you a weekly report on the status and outcomes of our solution, as well as any recommendations for further optimization or improvement."

6 Review and evaluate

The sixth and final step is to review and evaluate your solution, and to communicate your findings and learnings. You need to explain whether your solution solved the problem, met the goals, and delivered the expected results. You also need to highlight the strengths and weaknesses of your solution, the challenges and opportunities, and the lessons and insights. For example, you might say: "We have completed the implementation of our solution, and we are happy to report that it was successful. We have increased our CTR by 1.8%, our traffic by 22%, our conversions by 17%, and our ROI by 10%. We have also improved our ad rank and visibility for this keyword group. However, we also faced some challenges, such as the fluctuation of the keyword demand and the competition, and the changes in the user behavior and preferences. We have learned that we need to constantly monitor and optimize our campaigns, and to test different strategies and tactics to improve our SEM performance."

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?